One-Third of International Travelers Say They Would Be Less Likely to Visit the US if New Travel Policy Changes Are Implemented: Here Are All the Details

Published on February 28, 2026

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A recent study by the World Travel & Tourism Council (WTTC) has raised serious concerns about proposed changes to the US ESTA program, warning that these changes could significantly harm both the US economy and its tourism industry. The proposed policy, which would require travelers to disclose more about their social media activity, is expected to have a negative impact on international travel demand. One-third of international travelers have expressed that they would be less likely to visit the US if these new rules are introduced. This strong reaction highlights the potential for a drastic reduction in international visitors, with severe consequences for the US economy and tourism sector.

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One-Third of International Travelers May Avoid U.S. Under New ESTA Rules

The findings from WTTC’s research are stark. According to a survey of travelers from countries eligible for the US Electronic System for Travel Authorization (ESTA), about one-third of respondents (34%) said they would be much less likely to visit the US if the changes to the ESTA program are implemented. This strong reaction could lead to a drastic reduction in international visitors to the US

The study highlights that these new measures could result in the loss of up to 157,000 jobs within the US Travel & Tourism sector. This is the same number of jobs typically created in a full quarter in the US economy. For comparison, the loss of these jobs could be three times the number of new jobs the US economy creates on average each month.

Impact on U.S. Economy Could Be Severe

The US economy relies heavily on tourism, which accounts for a substantial portion of jobs and GDP. WTTC’s research, conducted in partnership with GSIQ and Oxford Economics, warns that the proposed changes could cause a significant drop in international arrivals. If the new policy goes ahead, the US could lose as many as 4.7 million international visitors in 2026, a 23.7% decrease from the current expected baseline.

This drop in visitors would result in an estimated loss of up to $15.7 billion in visitor spending. In addition, US Travel & Tourism GDP could fall by $21.5 billion. With fewer visitors spending money on things like accommodation, food, and entertainment, this would affect not only the tourism industry but other sectors too.

Travelers Feel Less Welcomed by New Policy

In addition to its economic impact, the proposed policy could hurt the US’s reputation as a welcoming destination. WTTC’s research found that a majority of respondents believe the new policy would make the US feel less welcoming for both leisure and business travelers. In fact, many people feel the policy would damage US economic prosperity rather than improve it.

Although some view the policy as a way to strengthen US security, more respondents expressed concerns that it would make them feel less safe while traveling in the country. This shift in perception could discourage tourists from choosing the US as their travel destination in favor of countries with more straightforward and less invasive entry requirements.

US Faces Growing Competition in Global Tourism Market

The study also points out that the new policy would place the US at a competitive disadvantage compared to other major travel destinations, including the UK, Japan, Canada, and Western Europe. While these countries have streamlined and relatively less intrusive entry procedures, the US would be seen as more difficult and unwelcoming. As a result, the US could lose valuable market share in the global tourism industry.

WTTC Urges US Policymakers to Rethink Changes

Gloria Guevara, President and CEO of WTTC, called on US policymakers to carefully evaluate the long-term effects of the proposed changes. She emphasized that the Travel & Tourism sector is a crucial part of the US economy and a major driver of job creation and international connectivity. Guevara pointed out that changes like these could weaken the US’s position in a competitive global tourism market, with lasting consequences for job growth and economic prosperity.

A Critical Time for US Tourism

The proposed policy changes come at a critical time for US tourism. The country has already experienced a loss of 11 million visitors between 2019 and 2025, and now faces the risk of further declines in international travel. With the global tourism market growing more competitive every year, it is vital that the US stays attractive to travelers from around the world.

The WTTC urges US leaders to consider the broader impacts of this policy, ensuring that the country remains a top destination for tourists and a strong player in the global economy. The travel sector plays a vital role in creating jobs and boosting local economies, and protecting it is essential for a prosperous future.

In conclusion, the proposed changes to the US ESTA program could significantly harm the US economy and tourism industry. With one-third of international travelers saying they are less likely to visit the US if these changes are implemented, the potential impact on both sectors is profound. The changes could result in a drastic reduction in international visitors, leading to an estimated loss of up to 4.7 million travelers, $15.7 billion in visitor spending, and $21.5 billion in GDP. As a result, the US may face job losses in the Travel & Tourism sector, further damaging the economy. This proposed policy not only places the US at a competitive disadvantage but also risks undermining its reputation as a welcoming destination. Given the critical time for US tourism, policymakers must carefully consider the long-term consequences of this change before proceeding. The proposed alterations could hurt the US’s position in the global tourism market, making it vital for the country to prioritize maintaining its appeal to international travelers.